Women still looking for anti-aging magic in a jar

Research has shown that many consumers believe how you age is mostly tied to genetics, diet and exercise, but many women still are purchasing anti-aging products — and will continue to do so — with the hope they’ll find magic in a jar.

In the spring, Mintel released research findings that found 69% of consumers believed how you age mostly is genetic. In addition, 8-out-of-10 consumers believed diet and exercise were the most important factors associated with aging. Despite this, women have adopted the “it’s better to try something than do nothing” approach and continue to buy anti-aging products.

The numbers support this notion as sales of facial anti-aging products grew more than 2% to more than $805 million at food, drug and mass (excluding Walmart) for the 52 weeks ended June 12, according to SymphonyIRI Group.

“Respondents ages 25 to 54 [years] report the most likelihood to use facial skin care products with anti-aging, wrinkle-reducing and skin rejuvenating properties,” stated Kat Fay, Mintel’s senior beauty analyst, when releasing the research. “This makes sense, as at age 25 many people are likely beginning to see the first signs of aging and want to prevent further signs. Through middle age they are trying to reverse the signs; and after age 55, they are likely more resigned to aging and less inclined to spend.”

For consumers who are concerned about aging, the entire face is the biggest concern (48%) followed by the eye area (41%), the stomach (40%) and the neck (31%), according to Mintel.

Looking to help beauty mavens turn back the hands of time, manufacturers are continuing to develop new products that tout the latest in innovation.

Procter & Gamble’s Olay brand is releasing in August its new Olay Regenerist Wrinkle Revolution Complex. This moisturizer utilizes optics-based skin care technology and micro fillers to smooth skin’s surface and instantly relax the appearance of wrinkles. The new Olay Regenerist Wrinkle Revolution Complex has a suggested retail price of $24.99.

Stiefel, a GlaxoSmithKline company, recently announced the launch of its new Revaleskin Illuminesse Brightening Complex, the newest addition to the Revaleskin family of products. Made with CoffeeBerry whole fruit extract, this anti-aging treatment aims to provide antioxidants to neutralize against free radical damage caused by UV exposure, which can result in uneven skin tone, mild age spots and the loss of brightness and youthful luminosity of the skin.

The article above is part of the DSN Category Review Series. For the complete Skin Care Buy-In Report, including extensive charts, data and more analysis, click here.

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